Sarah LoBue, AIFD, of Main Street Florist in Carlinville, Illinois, will share her digital marketing hacks at Next Gen LIVE!
With 53 percent of the world’s population on social media and 80 percent of consumers buying products in response to seeing social media content, according to two findings, mastering digital marketing is a must. Those same social media users spend an average of two and half hours online every day. Are you reaching them?
“The digital world is where today’s consumers are — whether they’re working, relaxing, or purchasing,” says Kelsey Thompson, AIFD, of Bloom Floral & Home Studio in Algona, Iowa and founder of Petal & Profits, a floral marketing consultancy. “Having a presence online is not an option; it’s a priority.”
Thompson is one of three floral professionals who will offer their expertise on digital marketing as part of the education offered at the Society of American Florists’ Next Gen LIVE! event for young professionals June 11-13 in Miami. The event also features a design competition, two tour options, and time for networking. (Click here to see the full schedule).
Last year’s event drew 160 attendees from throughout the U.S. and South America, who picked up leadership skills, productivity tips and social media hacks, among other professional development. One attendee says she’s putting the photography skills she learned during last year’s digital marketing sessions to work.
“I learned so much about properly photographing arrangements so the flowers are the main focus, as well as the correct way to use Instagram as a direct place for customers to order from us,” says Jessica Ratta of Arkay Floral & Gifts in Brunswick, Ohio. “We’re reworking our social media and I have some great photos ready for relaunch.”
Maximizing Time
One major challenge many floral professionals face is finding time to devote to digital marketing. But just because consumers spend nearly 16 hours per week on social media according to Data Reportal — it doesn’t mean you have to.
“To save time, link your social media accounts so you can post once and have it shared across multiple platforms,” says Sarah LoBue, AIFD, of Main Street Florist in Carlinville, Illinois, who is giving a presentation on short-form video filming and editing during Next Gen LIVE! “Have a post that performed really well? Turn it into an informational email blast to send to your customers. When inspiration strikes, batch create your content and schedule those posts out over the coming days and weeks.”
However, if maintaining multiple social media channels is too much to manage, LoBue suggests trying different platforms and choosing the one that works best for you.
“Test the waters to see where your audience really engages,” she says. “Facebook is where we find most of our local everyday customers, but Instagram engages more of our wedding customers. Pick which one really moves the needle for your profitability and focus there.”
During her Next Gen LIVE! session, LoBue will also discuss how to get comfortable filming yourself for social media content.
“I think people really struggle to be in front of the camera when creating video content,” she says. “I’m excited to share some tips on how to get more comfortable onscreen to connect with your customers.”
Formulating a Social Media Strategy
Finding time to dedicate to digital marketing is great, but you also need a solid strategy to make the most of that time — and that means creating a clear plan for your content.
“An in-person or over-the-phone interaction with a customer creates a sense of connection,” Thompson says. “Online, that connection can be a little harder to come by, but it’s so important. Be intentional about creating digital content that connects and shows your customers that you’re an expert they can trust — and like!”
During her Next Gen LIVE! presentation, Thompson will also share a tip about making content that is audience-focused.
“Too often we think of marketing as what we want to say, when we really should be thinking about what our audience wants to hear,” Thompson says. “Attendees will leave with an easy strategic planning system that will allow them to quickly generate over 100 content topics they can use — and reuse — for their business.”
A third session, led by Valerie Crisostomo of One Soul Events in Atlanta and founder of Black Girl Florists, will explore the importance of including influencers in your social media strategy. Crisostomo will show how working with farms, floral vendors and other shops can increase your business’s marketing reach and win over new customers.
For more information about Next Gen LIVE! and to register, click here.
Kenya McCullum is a contributing writer for the Society of American Florists.
